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Entrepreneurship: New Ventures Research Guide: Consumer Behavior

This guide supports José Torres' Fall 2020 course Entrepreneurship: New Ventures.


Market research focuses on your desired customer base, which can be defined by a variety of parameters such as age group, sex or gender, hobbies, occupation, or region. 


cartoon images of people on polaroids


Cite a Mintel Report


Author or Authoring Organization. (Year of Publication). Title of Report -- Month Year. Retrieved month day, year from Mintel Reports. 

If the tutorial does not load, view the video here: market research tutorial

Library Online Resources

  • MintelRutgers-restricted database with reports about consumers trends, demographics, supply chain, competitive landscape, and market shares. Search by keyword (such as a product or service) or view the Help tutorials.

Open Online Resources

These online resources are not restricted to Rutgers students and affiliates.

  • AdAge Reports: registration required; free marketing reports and current trends. Browse available reports. 
  • American Time Use Survey: Charts: from the Bureau of Labor Statistics, these following charts provide a snapshot of how people use their time. These lists are not exclusive—they only contain some of the most interesting or commonly cited statistics from the survey. For more comprehensive info, select ATUS Database from the left sidebar.
  • City-Data: View data profiles for many cities. Select state and city or view interactive maps. 

Related Research Guides

These research guides are a more comprehensive overview of this topic:

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